WHITE SQUAD (MTV)

Client: MTV / Agency: PARTY / Creative Direction and Copywriting

White Squad is a satire created for MTV's Look Different campaign to highlight white privilege in the USA.

We had to find a way to reach audiences that don't usually want to talk about these issues, se decided the best way to generate conversation is to do something provocative, something surprising that would demand a reaction. We invented a fictional company called White Squad: Professional White Advantage Services and made a campaign to promote that company.

White Squad claims to employ a team of “carefully selected white representatives” who lend their white privilege to people of color. They can help you hail a cab, negotiate a loan, apply for a scholarship, and many other tasks. By promoting the features of this fictional company, we were able to deliver a provocative message about the realities of white privilege.

The campaign included a 90-second spot aired on MTV, a business website, Twitter and Facebook accounts, and a working toll-free hotline.